Stories by Mark Weiner

Now Or Later Signpost Showing Delay Deadlines And Urgency

Forced Into Using AVEs as a Metric? Share These 4 Myths With the C-Suite

July 11th, 2016 by

One of the most polarizing topics in PR generally and among the measurati in particular is advertising value equivalency, commonly known as AVEs. And yet, notwithstanding the controversy and despite efforts promoting professional standards to the contrary, AVEs remain among the most common form of measurement in PR. Why are they so popular with the masses? And why do so many PR experts hate them? Essentially, advertising equivalency is an easy, accessible way to attribute a dollar value to media coverage by calculating print column inches and TV/radio time factored by the cost of that space and time on an “if-purchased basis.” But does it represent value? And if so, is it the best way to demonstrate PR’s unique contribution to the enterprise? Let’s explore the history of AVEs, detail reasons against their use and shed light on the current state of AVE measurement to provide a balanced view along with a moderate’s advice on a better way forward.

Setting Objectives: The Key to Proving the Value of Public Relations

March 15th, 2010 by

Whether your organization is large or small, for profit or nonprofit, local or global, it has an objective. A clear, broad-based understanding of the organization’s objectives improves its chances for success.

11 Questions for PR Investment Decision Makers

June 1st, 2009 by

Executives who invest in PR have become much more discriminating when evaluating marketing and communications performance. But, regardless of the current economy, proving the value of PR has endured over time as one of the… Continued

Tip Sheet: Value, Expectations and ROI: Doing More With Less

July 24th, 2006 by

PR professionals work diligently every day to deliver better results within the limitations of their budgets, but few seem to recognize that this is an ROI equation contributing directly to meaningful business results. Simple examples… Continued

PR Myth of the Month: Real-Time News Analysis Is Essential

March 1st, 2012 by

PRIME Research CEO Mark Weiner discusses the implications of speed and accurateness in determining whether your organization needs "real-time" news analysis.